Opinions? Yes, I’ve got plenty of those. Below you’ll find links to some of the articles I’ve written, mostly on the U.S. Hispanic Market.

The best (ROI) a brand can get. | January 21, 2019

Recently, I posed several questions about the Gillette film which has stirred up so much controversy. While it remains unclear what effect, if any, the film and the backlash will have on Gillette’s sales and share, there seems to be one clear winner: Égard Watch Company.

The Case Against Pre-Testing Advertising | December 1, 2017

The fact is, in the wrong hands, research can have a deleterious effect on ideas. It’s bad for business and I’d like to delve a little deeper into why I think this happens and exactly how it generates less than optimal advertising results.

Heineken is right, Ritson is wrong (this time). | May 12, 2017

Professor Mark Ritson has written a column for London’s Marketing Week in which he trashes Heineken’s new long form ad called “Worlds Apart.” I would agree 100% with my dear professor Ritson, if he had written this column about maligned Pepsi spot, but the Heineken ad works for several reasons.

In the Super Bowl of advertising, Audi should have been declared the loser | February 8, 2017

An American ritual was renewed as millions became ad critics for the night. Roughly half the audience was female and so it’s no surprise that Audi received high marks for its spot entitled “Daughter”. But the spot has one fatal flaw, and that is that the advertiser is a proven liar.

The Top 7 Things I’ve Learned About The Hispanic Market | May 24, 2016

In my career, I’ve had good mentors and been on the receiving end of some eye-opening lessons; what follows is a distillation of that received wisdom.

Introducing The New (Old) Hispanic Market | January 28, 2016

In 20 years of working in the U.S. Hispanic market, I’ve had a front-row seat, watching as marketers have taken notice and, subsequently, put their money where the opportunity is. But since marketers tend to have short attention spans, I’m afraid that some Hispanic consumers are getting lost in the Madison Avenue shuffle…

The Rise of the New Fatherhood | June 11, 2014

Fatherhood. It’s an institution that’s as old as the human race, but as a topic of discussion and research, it’s, quite frankly, novel. Dynamic changes in our culture during the sexual revolution and Great Society seemed to diminish the role of fathers drastically, but fatherhood is coming back in a strong way…

Damn the Quasars! | May 20, 2012

So here we are, Generation X, in the prime of our careers and our lives as consumers and it’s our job to cater to the tastes of Boomers and Millennials. The former won’t leave the stage and the latter are screaming, “look at me” (well, actually they are tweeting it)…